This week on episode 234 of the BIB small business podcast, our friend David Dutton joins me for a chat. We always seem to get great feedback when David comes on the show and shares what’s working in his online and offline business.
This week, one of the many things we discuss is the power of “risk reversal”. This is an effective strategy that we often neglect in our marketing because of the fear that people will take advantage of it. David spends some time talking about how he’s using risk reversal with his clients to prove just how effective his marketing strategies are.
For one of his clients, an acupuncturist, David has implemented an online marketing system that allows him to be paid based off the number of leads he generates. He uses a service called Twilio to track all of the leads. Twilio allows you to create a phone number that can be used to forward calls and easily track them.
So David creates a a seperate website that he owns (important) that gives advice on the disease that this acupuncturist specializes in – “retinitis pigmentosa”, and eye disease that affects people of all ages. Because this disease is such a narrow niche, this site will be ranking very quickly. He has set it up to be a lead generation site.
The site offers them a free audio report that gives them additional information on accupuncture and retinitis pigmentosa. At the end of the audio report David mentions the number where they can call to get a free consultation. Each call is tracked by Twilio.
If you do offline consulting for clients this is a great way to build long term residual income with clients. As David says, the key is that you own the site in vase the client were to ever stop paying.
David charges his client $2,250 a month for 1-4 weekly leads, $3,000/ month for 5-9 weekly leads, $3,500/ month for 10-14 weekly leads, $4,500/ month for 15-20 weekly leads.
Even if you don’t do consulting but instead market products online, you should be using risk reversal. Offer money back guarantees. The stronger the guarantee, the less likely that your customer will use it.
Tools David uses for Setting This System Up:
Twilio.com – phone call tacking.
Canvas theme by Woo Themes – David uses this theme for creating a content site site for his clients.
Optimize Press – Uses this theme to create a powerful landing page.
Optin Skin – David Uses this plugin for creating email signups for the free report
FreeConferenceCall.com – Uses this service for recording tele-seminar call that can be turned into a free audio report.
We’ll be talking about all of this and more.
Enjoy the interview!